WARWICK, ENGLAND — Pilgrim’s Europe is scaling up lamb production in anticipation of strong demand for the product during upcoming Easter holidays. With Easter falling late in April, the company expects mild temperatures may lead consumers to trade the traditional beef roast for lighter center-of-plate proteins such as lamb.

The company said lamb consumption rebounded in 2024, after a dip in 2023 — due to 70-year record high temperatures, which led consumers outdoors and to their grills. Typical late March / early April UK weather returned, and the category grew by 6.1% in value and 14.2% in volume over the Easter period, Pilgrim’s said, citing data from Kantar Worldpanel.

“Holding the largest value share of the lamb category all-year-round (49.9%), demand for lamb joints is expected to rocket, typically accounting for almost two-thirds (64%) of lamb volumes over the 12-week period,” Pilgrim’s Europe said.

“Growth in the roasting segment remains strong, primarily driven by leg joints, which are up 5.2% in volume sales year-on-year.”

Kantar Worldpanel data also showed value sales of lamb joints increased 8.8%, and volume sales jumped by 19.2%, as more consumers switched from fish and beef alternatives.

“With Easter falling later this year, we anticipate warmer weather, potentially shifting consumer preferences to a spread across traditional roasting joints alongside lighter, summery recipes and alternative cuts,” said Jason Winstanley, head of Research and Insight at Pilgrim’s Europe. “This presents a clear opportunity for retailers to optimize their offering across joint sizes and cuts, ensuring comprehensive consumer choice for all celebrations.

“Our 100% British sourcing commitment supports domestic agriculture while meeting consumer demand for provenance. The hard work of our teams and investment in cutting-edge technology means we are always ready to meet seasonal demand spikes.”

Pilgrim’s Europe operates the largest lamb processing operation in the United Kingdom. The company maintains supply partnerships with 1,500 farmers nationwide, with Welsh producers forming the primary supply base.